The Role of Social Media Marketing Factors on Image and Brand Awareness Mediated by Engagement of Sports Brand Social Page Users (Case Study: Instagram Social Network)

Abstract

Purpose – This paper investigates the impact of social-media marketing elements on consumer–brand engagement, brand Awareness and brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool Cheung et.al (2019), Islam (2016) and Langaro et.al (2016).used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement, brand Awareness and brand image. Structural equation modeling were used to analyze data. Structural equation model analysis showed that The Customisation, interaction, electronic word-of-mouth and trendiness are the key Trendiness, elements directly influencing consumer brand engagement, then strengthening brand awareness and brand Awareness. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement. This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers’ brand engagement brand, Awareness and brand image. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely Customisation, interaction, EWOM and trendiness, are critical drivers in the brandbuilding process